BMGT 364 Project 1: Planning and SWOT Analysis for Silver Airways

This project provides a comprehensive analysis of Silver Airways' management and organization theory. The report begins with an executive summary, followed by a SWOT analysis that identifies the airline's strengths, weaknesses, opportunities, and threats. The project then outlines the company's goals and objectives, focusing on providing safe, reliable, and comfortable flights, offering personalized service, and supporting its team. Strategic goals are discussed in detail, emphasizing safety, personalized care, and team support. The report concludes by highlighting the importance of the SWOT analysis and strategic planning for Silver Airways' success in the competitive airline market. The project uses information from course materials and external research to fulfill the assignment's requirements.

Running Head: MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
Management and Organization Theory: Silver Airways
Name of the Student:
Name of the University:
Author Name:

1MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
Executive Summary
The report mainly focuses on the management and organization theory for Silver Airways so
as to flourish in the marketplace as well as can achieve success. The report also provides a
clear idea regarding the SWOT analysis as well as the goals and objectives of the
organization in the market. The report also focuses on the strategies that need to be taken to
achieve the goals and objectives in the market. Lastly, the paper mainly focuses on the
conclusion regarding the importance of the SWOT analysis and the strategies to become
popular in the marketplace to obtain success in it.

2MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
Table of Contents
Introduction................................................................................................................................3
SWOT Table..............................................................................................................................3
SWOT Analysis: Silver Airways...............................................................................................4
Goals and Objectives..................................................................................................................6
Strategic Goal.............................................................................................................................6
Conclusion..................................................................................................................................8
References..................................................................................................................................9

3MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
Introduction
Management is considered to be the administration that every organization possess
and this enables the firm to perform well in the marketplace (Fayol, 2016). This is so as
management possess some of the activities, which is critical for the organization in the
expansion process and assist them so that they can obtain success in the process (Burke,
2013).
Silver Airways LLC., is the United States based airways company who possess their
headquarter in Fort Lauderdale-Hollywood International Airport which is situated in Florida.
The organization was established in the year 2010 and currently operates more than 100
flights daily (Anderson et al., 2015). The company generated a revenue of $20,515,042 in the
year 2013 as their annual income, which is quite huge in the aviation industry. This can
enable the researcher to understand the popularity of the company in the market and profit
earning as well (Chung et al., 2017). Therefore, it can be said that the company possess a vast
customer base, which assists the firm to become popular in the marketplace and to obtain the
success that they are utilizing in the process.
SWOT Table
Strength Weakness
 Interline agreements with partners
like Delta, JetBlue, US Airways.
 Expansion of partnership with
JetBlue.
 Strong Leadership.
 Above-average compensation so that
 Small market shares.
 Smaller brand awareness compares
to the other company.
 Dependent on the other airlines for
the booking process (Liu, Zhao &
Liu, 2018).

4MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
they can attract pilots (Wilson,
Sagewan-Alli & Calatayud, 2014).
 Robust media for promotion and
marketing.
Opportunity Threat
 Focus on the non-stop flights for the
long routes.
 New flights for the business purpose
and leisure fliers (Catherwood,
Finlay & McLaughlin, 2016).
 Limited to one type of flights, which
reduce the number of services in the
process.
 Increase in the fuel price.
 Growth in competition in the market
(Evans, 2013).
Fig. 1: SWOT Table of Silver Airways
(Source: Created by Author)
SWOT Analysis: Silver Airways
Strength
Silver Airways possess an interline agreement with the other airways so that they can
operate effectively in the market. The partners of the company are mainly Delta, JetBlue, US
Airways and many more. The company depends on the JetBlue for the flight booking
process, which is considered to be the strength of the company as they possess a vast
customer base. The company also possess a strong leadership skill as they operate more than
200 flights daily in 30 different location, which is an advantage for the company in the
expansion process (Wilson, Sagewan-Alli & Calatayud, 2014). The company also provide

5MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
above-average remuneration to the pilots, which attract them to work with the company and
also takes up robust media so that they promote and market their service in the marketplace.
Weakness
The company possess some of the weakness, which needs to be overcome by the firm
so that they can enable the growth process and assist the organization in becoming successful
in the market. The company possess small market share along with the brand awareness
process to compare to the other brands in the market, which requires to be adequately
addressed by the business firm so that they can flourish in the market (Liu, Zhao & Liu,
2018). The company do not possess their booking system, and that is the main reason they are
dependent on the other airlines for the booking purpose, which requires to look after by the
organization.
Opportunity
There is a vast opportunity that is there in the marketplace for the company, and that
needs to be addressed by them so as to expand in the marketplace and can accomplish success
in the process. The firm can introduce flights with non-stop service for the long routes, which
will assist them to make success in the process and enables them to generate revenue from the
marketplace. The company also introduce new flights for the customers so that they can
attract them to avail the service from the company by business flights as well as leisure
flights for the customers in the industry (Catherwood, Finlay & McLaughlin, 2016).
Threat
The company is limited to one type of plane service, which might affect the growth of
the organization in the marketplace and on the other hand this automatically reduces the
number of services that the firm is providing to the consumers. Therefore, the company
requires to understand so that they can achieve success in the process and assist them to

6MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
become popular in the marketplace (Evans, 2013). The increase in the fuel prices as well as in
the competition can increase the threat for the company and guide them to become bankrupt,
which requires to look after by the organization so that they can achieve the success in the
process.
Goals and Objectives
Goals
There are few goals that the business firm requires to look after so that they can gain a
competitive advantage in the marketplace and can gain success in the process. The main
goals of the firm are to provide the consumers with the safe, reliable and comfortable flight
experience so that they avail the service in the future as well. On the other hand, the
company’s goal is to treat the customers with personalise as well as caring and genuine
service, which will enhance their place in the marketplace (Kurt et al., 2016). Lastly, the
company wants to support the team members with all the resources so that they can provide
better quality service to the consumers and help them to achieve success in the process.
Objectives
The objective of the firm is to generate revenue from the market and to attract
customers in the process. This can be possible if the company can provide quality service to
the consumers. This will automatically assist them to obtain success in the process and let
them expand in the marketplace (Kei & Silver, 2016). The company also wants to start their
booking process which will help them to become independent, but for that, the company
requires to possess strong customer base so that they can achieve the success in the
marketplace and become popular in the process and become successful in the market.

7MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
Strategic Goal
Safety, Reliability and Comfort
The company requires to look after the safety of the passenger so that the passenger
avail the service from the market and generate interest in their mind to avail the service in the
future. This is essential for the company to create a sense of reliability and comfort to the
customers (Siriborwonpitak & Pathumporn, 2014). This can be done with the help of the
resources that are available with the company and also by providing training to the employees
of the airways so that they act professionally and enables them to achieve the success in the
process. This requires to looks after by the firm so that they can flourish in the marketplace.
Personalize, Caring and Genuine Service
The firm requires to look after the resources that are available with them so that they
can train the employees to provide personalize as well as genuine service with care. This will
assist the organization to attract the consumers and assist them to generate revenue in the
process. This is an important aspect that needs to look after by the firm so that they can
generate revenue from the marketplace and can achieve success in the process. Customers get
attracted when they get personalized care from the firm and enable them to make the success
in the process (Chiumello, Coppola & Froio, 2015).
Support the Team
The company requires to support the team so that they can give better quality service
to the consumers, which will automatically enable them to expand in the marketplace and to
achieve success in the process. this is an important aspect that requires to be understood by
the firm so that they can flourish in the marketplace and can make success in the process
(Ramage, Robertson & Williams, 2014). Therefore, this requires to look after so that they can
flourish in the marketplace and can achieve success in the process. Hence, it is vital for the

8MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
firm to expand in the market and to become popular in the process so that they can flourish as
an airway.
Conclusion
In the end, it can be inferred that the firm Silver Airways requires to look after the
SWOT analysis as well as the resources that are available with them so that they can operate
in the marketplace effectively and assist them to achieve the success in the process. The
company requires to adopt the strategy in an effective way possible so that they can plan
efficiently, which will automatically enable the firm to expand in the marketplace and to
achieve success in the process. Hence, it is necessary for the organization to understand and
to generate the revenue successfully from the marketplace.

9MANAGEMENT AND ORGANIZATION THEORY: SILVER AIRWAYS
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